4 Global Content Marketing Trends to Adopt in 2020
Content marketing is more important than ever as a way to build brand reputations and create genuine connections with clients and customers. But, what was “in” when you first adopted your content strategy may no longer be the best way to reach your audience. As the start of a new decade, 2020 is the perfect year to take stock of your content channels and their performance. If you’ve noticed a drop in the success of some methods, we’ve got four hot content marketing trends that you can work into your strategy to reel customers back in.
1.Video, Video, Video
Video has been growing as a content marketing technique for several years now and it shows absolutely no signs of slowing down anytime soon. YouTube dominates the market and remains the top online platform in America boasting 2 billion monthly users and 500 hours of video uploaded to the site every minute. However, while YouTube is the big boss in town, it’s not the only site.
Marketers can take advantage of video marketing and realize better results by focusing their video efforts on video-first platforms like TikTok, Lasso, or Byte. They are new enough that you’ll have less competition than you will have on YouTube. What is even better is they are intended to deliver a more organic experience than a professionally shot TV commercial. So, much like Facebook Live, you can create a simple and short video using your smartphone and get impressive results. Videos are best used to build the brand and share the brand story or to sell products or services.
Yes, content marketing is very much about getting your brand out there and connecting with customers, but it also needs to provide value to the customer. What does the customer get out of consuming your content? What is the value they receive? There must be something. Value-added content should inform and educate and be exclusive to your brand. It can’t be found anywhere else and it should enhance your customer’s experience with your brand: a tidbit, a sneak peek, a behind-the-scenes look, a resource they can turn to again and again. It could be a whitepaper, an eBook, an exclusive video. To get started ask yourself what your customers would value.
Most consumers are inundated with content from all sides. Make yours stand out from the crowd with personalization. Personalized content can be as simple as replacing the generic “Dear Valued Customer” greeting with “Hi, Liyya!” or adding a name to your Call to Action. A personalization strategy can be more complex too, but it involves tracking and analyzing customer data and then using that data to send only content that is most relevant to a specific consumer to that consumer. It creates a more personal and intuitive experience for the consumer, but requires more work of your team to track and analyze that data and then segment customers based on the findings.
Podcasts are another content marketing trend that continues to grow. They are a marketers’ dream because they are very much like old school radio advertising with the added bonus that the podcast host presents the ads that support the podcast. This is right in the content marketing niche because listeners usually form emotional connections with the host so when he or she reads an ad, it’s almost like a referral or recommendation from a friend. Creating a podcast and including ads in it can be an extremely effective way to connect with your audience and support revenue growth at the same time.
What Content Marketing Strategies Will Work For You?
More than ever, content marketing is about what resonates with your customer or audience. We’ve said it before and we’ll say it again, not all content channels work for every business and that’s okay. You must focus on the channels and platforms that are relevant to your audience to meet your customers on their terms. Find out where they are spending their time and getting their information and then make sure your content shows up on those platforms. Keep an eye on shifting preferences and changing trends to stay ahead of the game and don’t be afraid to dip your toes into the latest trends and see how they work for you. Marketing has always been about reaching the customer in the right place at the right time. Content marketing just gives you new ways to make those connections.
What content marketing strategies have paid off for you? Have you ever had to drop a strategy that wasn’t working?